9.1 The International Code of Marketing of Breastmilk Substitutes
Aim of the WHO Code
The safe and adequate nutrition of all infants.
The WHO Code aims to contribute to the provision of safe and adequate nutrition for infants by the protection and promotion of breastfeeding and by ensuring the proper use of breastmilk substitutes, when these are necessary, on the basis of adequate information and through appropriate marketing and distribution.
- Protect, promote and support breastfeeding.
- Ensure that breastmilk substitutes are used properly when they are necessary.
- Provide adequate information about infant feeding
- Prohibit the advertising or any other form of promotion of breastmilk substitutes.
The WHO Code is clear that the manufacture and availability of safe and appropriate products is not prohibited, but promoting them in the way most consumer products are marketed is unacceptable.
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![]() Workbook Activity 9.1Complete Activity 9.1 in your workbook. |
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What's covered by the WHO Code?
Breastmilk substitute
- breastmilk substitutes, including bona fide artificial infant formula
- other milk products, foods (cereals) and beverages (teas and juices for babies), when marketed or otherwise represented to be suitable for use as a partial or total replacement of breastmilk before 6 months
- anything that replaces the milk part of the child's diet after 6 months, which would ideally be fulfilled by breastmilk, is a breastmilk substitute, for example 'follow-on' milks or cereals promoted to be offered by bottle
- feeding bottles and teats/artificial nipples
- the quality of these, the availability and information concerning their use
The scope of the WHO Code does not include any food, solid or semi-solid intended to be given to infants after 6 months. Such foods are complementary or weaning foods and can not be considered breastmilk substitutes.
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![]() Workbook Activity 9.2Complete Activity 9.2 in your workbook. |
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Promotion and product information
- Product labels must clearly state their inferiority to breastfeeding, the need for the advice of a health care worker, and a warning about health hazards. They may not show pictures of babies, or other pictures or text idealising the use of infant formula.
- Advertising of breastmilk substitutes to the public is not permitted.
- Companies can provide necessary information to health workers on the ingredients and use of their products. This information must be scientific and factual, not marketing materials. This product information should not be given to mothers.
- No financial or material inducements (pens, lunches) which promote products within the WHO Code should be provided for health workers or accepted by health workers.
Free samples
- No free or low-cost breastmilk substitutes can be supplied in any part of the health care system.
- The small amount of infant formula needed for any babies who are not breastfeeding should be bought through regular purchasing channels.
- Free samples should not be given to mothers, their families or health care workers. Small samples of artificial formula may not be given to mothers either from hospital or in the community, as these are samples to encourage mothers to use those products.
- Supplies of breastmilk substitutes to be given by the institution for free or at a reduced price to mothers or caregivers for social welfare purposes must continue to be provided for each baby for as long as the baby needs them. (ie, the responsibility of continued cost)
What can you do?
- Remove posters that advertise formula, teas, juices or baby cereal, as well as any that advertise bottles and teats and refuse any new posters.
- Refuse to accept free gifts from companies.
- Refuse to allow free samples, gifts, or leaflets to be given to mothers.
- Give individual private teaching of artificial infant formula use postnatally when a baby has a need for it. Do not allow group teaching of artificial formula preparation to pregnant women.
- Accept only product information from companies that is scientific and factual, not marketing materials.
- Report breaches of the Code to the appropriate authorities.
As a health care worker who cares about the health of mothers and babies it is up to each individual to uphold the WHO Code, regardless of your country's commitment to it. If your hospital intends to seek Baby Friendly accreditation it must comply with the WHO Code in its entirety, including the WHA Resolutions.
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![]() | ![]() Workbook Activity 9.3Complete Activity 9.3 in your workbook. | ![]() |
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![]() | ![]() Violation spotting
Click on the icon to be taken to the IBFAN site, which gives you a quick and easy summary called Alternative download: | ![]() |

The WHO Code
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![]() A copy of the WHO Code Click on the icon above to be taken to a site where you can download and print a copy of the International Code of Marketing of Breastmilk Substitutes (it's a .pdf document which will open your Acrobat Reader). If that website is 'down' it's also available at the Your workplace should have a copy (or several copies) of this document. It can be purchased inexpensively. |
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What should I remember?
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Self-test quiz
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